Priming is a sub-field of psychology that explores how exposure to events and behaviours can influence later behaviour. It is based on the idea that when a person is exposed to stimuli that activates a certain response in the mind, they are more prone to exhibit the same behaviour in the future. Priming is used in market research and advertising to create a desire for a certain product or behaviour in the consumer.
Priming works on the principle of associating a product or idea with happy memories and positive feelings of the past. When a consumer is exposed to something that triggers memories of past positive experiences, they are more likely to be influenced by the priming message. This is because the memories of the past experience willprime the consumer to make a positive reaction to the stimuli, so that the consumer will associate the product with the positive memories and emotions.
The use of priming has a long history, with brands and marketers utilising its power for decades. Priming is employed in many different ways, and can be used in a wide range of marketing scenarios. Some of the most common types of priming are:
Cue priming: This type of priming utilises visual and audio cues to prime the consumer with a certain message. An example of this form of priming is when retailers display products in particular ways to steer shoppers towards them. For example, displaying an expensive item towards the top of the shelf so that it instantly catches a customer’s attention.
Verbal priming: This type of priming uses words or phrases to trigger a response. It relies on the idea that a customer will make a favourable association between the words or phrases used in the priming message and the desired behaviour or product. An example of this would be when marketers use positive words such as ‘luxurious’ or ‘premium’ to prime a customer to purchase an expensive product.
Contextual priming: This type of priming utilises a certain environment or setting to prime customers to behave in specific ways. An example of this type of priming is when retailers display a product in a certain area of the store. For example, displaying a certain product in the perfume section of a department store may prime customers to perceive it as an expensive luxury item and be more likely to purchase it.
Become a Sales & Marketing Rainmaker
Learn valuable skills to win more customers, grow your business, and increase your profits.
Repetition priming: This form of priming involves repeating a certain phrase or message multiple times in order to make it more memorable and more likely to affect a customer’s behaviour. An example of this would be when an advertisement repeats a certain message, such as 'buy now' in order to prime customers to make a purchase.
Priming can be used in many different ways, from subtle cues to repeated messages. It is all about creating an associative link between the product and a positive emotion or behaviour. This can include associating a product with a particular colour, or by using words or images that evoke positive memories or emotions.
When creating a priming campaign, there are a few general guidelines and best practices to consider. Priming campaigns should be tailored to the target audience, and the message should be kept simple and direct. It should be tailored to the context of the setting, relevant to the target audience and evoke an emotional response. The message should also be interesting and engaging, playing on emotion and nostalgia rather than facts and figures.
In addition, priming messages should be consistent across different mediums, with a clear and consistent message that is repeated in multiple ways. Finally, priming campaigns should be tested with target audiences to ensure that they are effective. By testing and measuring the effectiveness of the campaigns, marketers can ensure they are delivering the desired results.
Priming is a powerful tool that can be used by marketers to influence consumers’ decisions. By tapping into the power of associative learning, brands and marketers can create an emotional connection with their customers and create a positive association with their products and services. By following best practices, marketers can effectively use priming to drive sales and customer loyalty.